... best, most pertinent information and presenting it in a condensed and easy-to-digest format. © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Branding Purchase intention Cause-related marketing Organizations are constantly on the search...

... and places the articles in context. Findings Innovation and branding activities provide the foundation for different strategic positions. Firms that consider resource availability and market conditions can determine an ideal blend of these respective dimensions to optimize value delivered to consumers...

... and places the articles in context. Findings Many luxury brands deploy brand extension strategies to add fragrances to their product portfolio. To succeed, firms must ensure a close fit between parent brand and extension so that the brand quality remains consistent. It is equally imperative...

... into the strategies deployed has thus far been minimal. Relevant studies have largely focused on developed markets. In these contexts, cost and value typically influence marketing strategy decisions. Some analysts found that target firms adopted the acquiring organization’s brand identity in over three-quarters...

... and places the articles in context. Findings – Many people believe that the key to successful marketing is control. Control over brand, control over communications and control over activities. It is hard to imagine Apple opening up its hardware or software to customers so that they could create...

... format. © Emerald Group Publishing Limited 2015 Football Sports marketing Strategy Branding It has become something of a cliché to borrow cues from successful sporting managers and coaches and apply them to a modern business context. Indeed, many former managers are getting...

... and places the articles in context. Findings – Smartphone-user figures worldwide are approaching the two billion mark. Yet there has been little research into the way the design of mobile applications might affect the behavior of consumers. This piece redresses the balance, identifying key branding...

... brands of cigarettes or chocolate bars, everyone involved in understanding the how and the why of selling goods have been fascinated by a seemingly impenetrable phenomenon. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s...

... impartial comments and places the articles in context. Findings What is the best brand in the world? Notice the question is not the biggest, so it is not necessarily Coca‐Cola, Ford or IBM. And it requires true global reach, so even the sleek machines Apple charges premium process...

... British and the numbers were falling. Allied to this, there were an increasing number of moves towards alliances in the industry, which fuelled talk of globalization. BA was under pressure to globalize, recently appointed CEO Robert Ayling decided to make a move and corporate branding became a vital...

... The world is dominated by brands. Almost everywhere we look and in most things we do, brands touch upon and influence our lives. According to Rita Clifton – Chairman of the world’s leading brand consultancy Interbrand – brands are one of the most stable of corporate assets, “demonstrably the most...

... Branding has been one of the hottest business topics over the past few years. Add to that the Internet’s explosive growth, and we begin to identify new business challenges arising out of the intersection of these two forces. There are many new opportunities to consider: from start‐ups to pure dot...

... into the press conference hanging from a helicopter promising to save Australians from their money‐grabbing mobile contractors. For this wily UK entrepreneur, publicity stunts and, for that matter, brand extensions have become a way of life. The earth moves for Caterpillar The basic idea behind...